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brand awerness

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What is brand awareness ?

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INTRODUCTION
It is said that in the last ten years the fashion industry in India has moved
from a very nascent stage to a ...

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Research Methodology
Research is the systematic investigation into existing or
new knowledge. It is used to establish or c...

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brand awerness

  1. 1. What is brand awareness ?
  2. 2. INTRODUCTION It is said that in the last ten years the fashion industry in India has moved from a very nascent stage to a full fledged booming industry. The value of the apparel market in India is estimated at around ` 20, 000 crore. The branded apparel market's size is ` 5, 000 crore which is a quarter of the total share. The apparel market is India is categorized into branded and non branded. The Top Apparel Brands in India are Madura Garments, Arvind Mills, Provogue Zodiac Clothing, and Raymonds. Apart from these brands India over the years has given birth to some of the finest designers who have become famous brands not only in the country but in the world. The introduction of a number of designers in the fashion industry has given a further boost to the Indian fashion industry. According to recent research conducted by the (FDCI)Fashion Design Council of India apparels created by designers in India is going to play a major role in the growth of the apparel industry in the next few years. Currently the Indian fashion designer industry stands at ` 180 crore and is expected to grow to ` 1, 000 crore within the next decade.
  3. 3. Research Methodology Research is the systematic investigation into existing or new knowledge. It is used to establish or confirm facts, solve new or existing problems, support theorems, or develop new theories. Type of research Descriptive vs. Analytical Applied vs. Fundamental Quantitative vs. Qualitative Conceptual vs. Empirical
  4. 4. My research is of analytical type because here in this report I am trying to analyze the perception of consumer on brand awareness.  In my research I have collected the Primary data through Questionnaires. SAMPLE SIZE – 15 The type of sampling technique used in my research is CONVINIENCE SAMPLING.
  5. 5. Objectives of the study The purpose of this research is to explore the decision-making process of young urban Indian consumers, •To understand what is important to young Indian consumers when purchasing apparel, •To explore their experiences with apparel brands, •To investigate their perceptions of foreign apparel brands, and •To examine their use of branded apparel in the expression of the self.
  6. 6. DATA ANYLAYSIS  What is the first company that comes in your mind when you think about branded clothes? Levi’s Lee Total 13 2 15 Lee Levi’s 0 5 10 15 Interpretation: In the above diagram Levi’s is more popular than any other brand, it stuck in people’s mind and where lee holds 2nd position.
  7. 7. Continue…… Rank the attribute which is most important for you when you choose a product ? Quality Ranked 1st Brand image Ranked 2nd Interpretation: Out of 15 people survey, people gave rank 1st to quality where brand image holds 2nd rank. . What are the sources of product brand information? family TV adds Peers website Others Total 0 12 3 0 0 15 Others website Peers TV adds family 0 2 4 6 8 10 12 Interpretation: In the above diagram out of 15 people survey they get information through TV. Advertisements and others get by peers.
  8. 8. CONCLUSION BRAND enhances the personality of a person. In Jaipur, people associate brand with the quality of product, style and its design. In return, they expect the branded product to provide them recognition, satisfaction and value for the money invested. Survey depicts that there is a relationship between the consumer’s income and the satisfaction derived from a purchased product. People are price sensitive and the final selection or rejection of the good depends on price/budget of the buyer. comfort and brand image are key motivators for purchasing branded garments. From the brand aware people, •Quality is the biggest influencer for decisions on purchasing.
  9. 9. Hypothesis based on research objectives the following research hypotheses are formulated: 1. Null Hypothesis: - The null hypothesis typically corresponds to a general or default position. Null hypothesis can never be proven. A set of data can only reject a null hypothesis or fail to reject it.H Alternative Hypothesis- The hypothesis which is accepted when the null hypothesis has been rejected is called the alternative hypothesis. It is denoted by H1 •Hypothesis (H1): customers are not satisfied with brand quality. •Hypothesis (H2): - the customers do not think that with increase in income, people become more brand conscious. •Hypothesis (H3): - The customers are not satisfied with the prices of the branded products. •Hypothesis (H4): - Quality and peers does not affect buying behavior of a customer. •Hypothesis (H5): - Brand image does not force any customer to buy that particular brand.

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